Laura Carrillo
Communications Director at Proximity Barcelona
Barcelona, Spain
TitleBe The Meister
Campaign Be The Meister
Advertiser Jägermeister
Brand Jägermeister
Date of First Broadcast/Publication
Business Sector Alcoholic
Philosophy BACKGROUND Jägermeister wanted to launch its new global positioning “Irreverent
perfectionism,” adapting it to the Spanish market. In addition, the
campaign had to comply with local objectives, appealing to a much more
mainstream target market and bringing the brand closer to Generation Z
and Millennials without losing its most loyal consumers.

IDEA In the music sector, many artists collaborate with one another on duets.
But with “Be The Meister” this idea of collaboration is taken one step

further. The idea was to merge 2 songs and 2 music videos from 2
different artists so that, when they are put together, they create a new
song and a new music video. In this way, Jägermeister could transmit its
new positioning through an unpublished piece in audiovisual format, and
with voices that its audience would be willing to listen to: two urban
music artists.
Rels B, one of the most successful Spanish hip hop and trap musicians,
and Deva, an emerging artist who mixes different styles of urban music,
are the artists chosen to compose 2 songs, “Ballin'” (Rels B) and “Quién
Quieres Ser” (Deva). These songs have been independently released in
the Spanish market, and following the strategy of musical releases,
included the production of their music videos. In addition, based on the
consumption trends of the target market, the two videos have been shot
in vertical format so that, when they come together, a third video is
discovered: a piece full of visual games and symmetries that also
complements the individual stories.
The stories of both the individual music videos and the third, joint video,
tell stories of overcoming hardships. Through these videos it was
possible to illustrate the concept of “Irreverent perfectionism,” which
celebrates their effort, ambition and style through a content that does not
appear to be advertising.
Media Type Digital
Global Chief Creative Officer
Creative Director
Creative Director
Art Director
Art Director
Art Director
Strategy Manager
Strategic Planner
Client Services Director
Account Supervisor
Account Executive
Communication Director
Production Director

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